believing leads to a deeper understanding of your offering, which allows sellers to better match what they have

Theodore Levitt famously said, “People don’t want to buy a quarter-inch drill bit. They want a quarter-inch hole.” The lesson is that the drill bit is merely a feature, a means to an end, but what people truly want is the hole it makes. But that doesn’t go nearly far enough. No one wants a hole. What people want is the shelf that will go on the wal

There’s the part that people can see (important), and then there’s the part they feel (more important!). Leading brands are able to form deep emotional connections because they stand for something that people care about.

most people do not buy on logic, they buy on emotion. There is an emotional trigger in their lives that makes them head to Google and search for a solution to their problem.

People buy from a brand because of the way it makes them feel and the meanings attached to it.

Buying is no longer about getting things we need. It’s about reinforcing a set of beliefs we hold and share. Marketing is not about finding new ways to sell more of something. It’s about affinity more than it’s about price—feelings more than facts.

Did you ever think of it that way? It’s a good context in which to hold your products and services. People buy from you when they believe what you are selling is of greater value than the dollars they need to exchange for it.

it, too. They understand that if they are simply trying to sell something for the sake of selling, solely for the sake of making a profit, that they will not convince people for very long. They might get people to try their products once, but they won’t create a passion in people to pass the word along. And they won’t have lifelong customers or fan